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Williams-Sonoma Home markets upper-end products
The home market is big business these days and few retailers understand it better-or cover it more thoroughly-than Williams-Sonoma. From Pottery Barn Kids to West Elm, the company has a strong track record of developing and growing strong brands that address niche segments. Its newest concept, Williams-Sonoma Home, gives it a foothold in the highly lucrative upper-end of the home-furnishings market.
As it has done with its other brands, Williams-Sonoma used a catalog to introduce and build awareness for its new spin-off. It debuted the store format in late September, in West Hollywood, Calif., and has since opened in two additional locations: Keystone Crossing, Indianapolis, and Kenwood Town Centre, Cincinnati.
As its merchandise and price points make...